In 2001, recognizing the saturation of the Alishan tea market, Uncle Xu decided to transform the well-established "Zhuowu High Mountain Tea" brand into a Taiwanese coffee brand.
He planted several acres of coffee trees at an altitude of 1,200m in Zhuowu Mountain of the Alishan Township. For the sake of these precious red rubies, he devoted himself to researching how to grow the best coffee beans and exploring methods to create the most delicious coffee.
He was determined to produce the finest Taiwanese high-mountain handcrafted coffee for the people of Taiwan with the proud label MIT (Made in Taiwan). From farm management to bean harvesting and roasting, the old gentleman personally engaged in every process. With his reading glasses and his wife by his side, they meticulously hand picked the coffee beans to ensure the quality. Because of their emphasis on quality, they also insisted on self-production and direct sales.Together with a group of like-minded coffee farmers, they established the Chiayi County Coffee Industry Development Association, and strived to persuade the Agriculture and Food Agency to qualify coffee for government support.
